Resumo: Instagram has become one of the most popular and influential social networks nowadays. Evaluating the performance and distinct approaches adopted by two Destination Marketing Organisations (DMOs) from the same region on Instagram allows us to gain insights into their respective target audiences. This study highlights the contrasting strategies employed by the two DMOs responsible for promoting the Centre of Portugal. These strategies encompass the types of images shared, the frequency of publication and the use of hashtag. All images shared by the two accounts in 2022 were downloaded and the above-mentioned parameters were analysed. The research found different strategies in utilising Instagram, despite both DMOs promoting the same territory. While the ERTCP account, @centro_de_portugal, has a greater focus on the Nature & Landscape and Place categories, the ARPTCP account, @centerofportugal, focuses on the Space and Architecture categories.
The frequency of publication and the use of hashtags also differed, with the ERTCP account having a higher volume of shares and a more diverse use of hashtags. In the field of engagement, once again the @centro_de_portugal account stands out, however, the behaviour of followers' interaction throughout the year was similar in both accounts, with the first and last four months registering greater engagement. When analysing the frequency of publication by days of the week, there are also different behaviours.
